The 2012 JCK Retailer Survey: Sales

Our annual JCK Retailer Survey gives the lowdown in five crucial categories of operations—store, stock, sales, staff, and salary.

Check out what jewelers had to say about their sales in 2012.

On what media do you rely most to promote your business?

  • Print advertising: 48.5 percent
  • Social media: 34.4 percent
  • Broadcast advertising (television, radio): 34.1 percent
  • Email: 33.2 percent
  • Direct mail (including e-newsletters): 31.1 percent
  • Online advertising: 21 percent
  • Outdoor advertising: 16.5 percent

The new and improved marketing mix

My advertising budget is more heavily skewed toward…

Not only are those who report higher sales more likely to have an advertising budget, they’re also more likely to use new media.

On average, what percentage of annual gross sales do you spend promoting your business?

Remember the old adage “you have to spend more to make more”? We discovered that retailers who report higher sales do indeed spend more to promote their businesses.

What best describes your retail brand’s unique selling proposition (USP)?

Retailers reporting higher 2012 sales are less dependent on a price/value USP than those who report lower sales. Both groups, however, profess to excel in service.